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To please both the planet and shareholders at the same time, firms must travel a triangular path.

A pair of Â鶹ÊÓƵ marketing professors have unpacked the surprisingly intense and complicated emotional consequences of brand inauthenticity.

Jessica Hoppner, associate professor of marketing at the Donald G. Costello College of Business at Â鶹ÊÓƵ, has been named a recipient of Academy of Marketing Research Funding for 2025. 

Many students graduate from the Costello College of Business at Â鶹ÊÓƵ with bold plans to start their own companies. Bethany Rivera and Alex Tugbang, both undergraduate marketing students and classmates in Jiyeon Hong’s marketing course, had already launched their respective businesses Rivera’s Photography and Photuggraphy prior to enrolling.

Brittany Mullins, BS Marketing ’07, found her professional niche while studying at the Costello College of Business at Â鶹ÊÓƵ. Since graduating, she has founded and run her successful brand, Eating Bird Food, providing healthy recipes and more to her loyal followers.